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The use of pathos in advertising
The use of pathos in advertising
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More handpicked essays just for you.
The use of pathos in advertising
The use of pathos in advertising
Don’t take our word for it - see why 10 million students trust us with their essay needs.
The advertisements use rhetorical devices such as ethos, pathos, and logos will be used to further understand how this organization’s advertisements appeal to their audience on all levels. Ethos is an appeal to
To do this, Nike appeals to the audience’s emotions by getting into your softer side by making the commercial animated and opening the audience to not only male soccer players but to everybody. The video was about 5 minutes long and it was trying to tell you a story that you can relate too. Nike uses a classic story of failure and then success type of story that many advertisements use to appeal to peoples’ pathos appeals. They also used pathos with the music in the background. When the mood changed in the video so did the music in the background to get the viewer more engaged.
All of the appeals are portrayed in the advertisement, however the main one was most definitely pathos. Ethos was used because the company is trying to show that it is reliable and safe for families. Logos is used discreetly, but it is still very important. It is shown when people in the video use Google’s device and inform the viewer of the possible uses of the product and it’s capabilities. Pathos completely domintates the commercial.
Another rhetorical feature used by Nike in the “Ripple” commercial that runs hand in hand with music, is tone. In writing, tone is the essence in which is presented throughout the advertisement. Like most sports apparel brands, Nike usually uses advertising that provokes motivation through intense training videos of athletes sporting their gear, or high energy training. These videos are accompanied with upbeat music that sparks different emotions and reaches the rhetorical appeal, pathos, from different means. The tone that is created in the Rory Mcilroy Nike advertisement is much different than the up tempo commercials even though it acts mainly on the same appeal.
The Audi R8 Big Game Commercial, "Commander" talks about an old man who is thinking about his time as an astronaut. He misses it and he just stares at a wall and doesn’t talk to anybody. His son comes with his Audi R8 and he gives the car keys to his dad to drive it. He becomes happy and excited and it makes him relive his time as an astronaut. The commercials purpose was to promote the Audi R8 car.
The name of the company, Coca Cola, is considered ethos because has a history of credibility. Pathos is another important aspect of the ad where it appeals to its audience’s emotions by accessing a current situation in the United States and by promoting certain values like optimism, humanity, and unity. It shows various ways people enjoy their product and how it brings them together despite their cultural differences like riding horses, going to the movie theater with friends, going to the beach, dancing, spending time with family, etc. Last of all, logos is represented at the end of the commercial where the company’s logo and slogan are
Archetypes of the male and/ or female are used to further a claim while the archetype has nothing to do with the claim. To show this, we will examine the identitiy of the archetypes of the female and give a history of the archetype that is being use. The first advertisement is about Caprisun punch juice and Kool-Aid Jammers, where Echo archetype is being used. Echo is from the Greek Myth story of Echo and Narcissus. Echo was the most beautiful of minor nature goddesses and favorite of the queen goddess Juno.
The use of ethos in the form of earned titles within the community-Coach Albert, Deacon Jones, Professor Miller-are diminishing as "truthful" signifiers while commercial-name signifiers or icons a ppear on clothing-Ralph Lauren, Louis Vuitton, Tommy Hilfiger- disclosing a person 's cultural ethos not in terms of a contributor to the community, but in terms of identity-through purchase. Aristotle warns us away from such decoys, telling us that the appeal from ethos comes not from appearances, but from a person 's use of language. In a culture where outward appearances have virtually subsumed or taken over the appeal from inner (moral and intellectual) character, the appeal from ethos becomes both problematic and important.
It is not that simple to get 40 million viewers on a video in YouTube! Nike Sports Company made an astonishing advertisement that mixed the meanings of rhetoric with a sense of humor to make an advertisement that hooked the audience and filled them with inspiration. The smart use of logos, pathos, and ethos by showing actual people wining prizes, a commentary that motivate the commercial figures, and real professional players from different sports made the short video special and unique. The video demonstrates that it is only a blink of an eye between being born and becoming a champion, and that we can push our limits beyond expectations.
Logos, the appeal to logic and knowledge, is most commonly used with facts, statistics, or just logical reasoning. On example of Sanders supporting his argument with this appeal is when he cites statistics. In chapter 4, Sanders notes after asking his students how many of their peers cheated it was between 70-90 percent. These numbers create a concrete image in the reader's mind appealing to their logical side that this is the vast majority of his students. Next, the appeal of ethos is the appeal to credibility and authority.
These tools are utilized in the commercial for persuading the viewers of its reason, creating an image of credibility surrounding its name, as well as generating an emotional response. “Aristotle’s ‘ingredients for persuasion’ – otherwise known as ‘appeals’ – are known by the names of ethos, pathos, and logos.
Many people are familiar with the phrase, “Just Do It.” This slogan stands out immediately and a swoosh or check mark comes to mind. Nike is one of the most widely known clothing and shoe companies across the country. During a Nike advertisement there are three rhetorical strategies that are displayed when shown on a commercial. Those three main ideas are pathos, ethos, and logos.
LeBron James and Serena Williams are used to show how successful anyone can become with hard work. The Declaration of Independence can be applied to this advertisement because it is what America free, gives people certain rights, and states we are all created equal. The advertisement used a minority race to really capture the concept of everyone being equal. Common stereotypes of African Americans were twisted by Nike in a helpful way that further expressed their
Ethos is utilized by establishing credibility towards the company. Pathos is utilized the most within the advertisement to appeal towards the emotion side of its intended
The advertisement was established to attract electronic consumers. Apple is trying to convince young people, adults, and old generation to buy the new iPhone. The audience of the advertisement is people who are interested in technology and new devices. The advertisement grabbed the audience attention and made them more curious to get to know the device because most customers are affected by celebrities. The advertisement is showing the front side of the iPhone with a running finger on the screen.